Laurence Green, a seasoned creative strategist, agency founder, and business director, has been appointed the new Director of Effectiveness by the Institute of Practitioners in Advertising (IPA), effective from 4th July.
Boasting a three-decade-long journey in the industry, Green has built and sold two creative agencies to Publicis and the IPA. His diverse roles include serving as a trustee at Somerset House, chairing the British Independent Film Awards, and offering independent advice to various agencies, brand owners, and media owners.
Green, recognized with numerous effectiveness awards over the past two decades, will now lead the IPA's 'Effectiveness Pillar'. His responsibilities extend to managing the IPA's Effectiveness Leadership Group, which encompasses clients, agencies, sponsors, partners, and international associates.
"As companies tighten their budgets in this challenging economic climate, demonstrating marketing effectiveness as a catalyst for business success is crucial," said IPA director general, Paul Bainsfair. "We are thrilled to have Laurence, with his extensive effectiveness experience, on board to equip our industry with the necessary knowledge, research, and tools to demonstrate and harness the power of marketing communications for business growth."
Additionally, Green will spearhead new effectiveness research and develop content for the IPA's Effectiveness Databank team and projects, and work alongside the IPA’s Effectiveness Accreditation team.
Green expressed his excitement about his new role, saying, "As a long-time admirer and beneficiary of the IPA’s industry-leading practice, I’m eager to advance an effectiveness agenda that not only celebrates but also inspires work that truly works."